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A Pay Per Click (PPC) Campaign is a popular way for attracting targeted visitors to a web site and converting them into buyers. Here, an advertiser needs to make payments for the ads published online solely based on the qualifying clicks.

This means payments need to made only when a visitor clicks on the advertisement to visit the web site or the landing page.

1. Define a budget. Define a budget for your PPC campaign as here as an advertiser you will have to make payments on the basis of number of clicks.

2. Make a list of keywords. The most important requirement for the success of any Pay Per Click campaign is selection of the right keywords. Only with the appropriate keywords one can promote an online business successfully through a PPC campaign.

3. Finalize keywords. Select targeted keywords with the help of different keywords tools such as Google Keywords tool, Word-tracker etc. You can hire a specialist teams of PPC experts to get your work done in a professional way.

4. Bid on the right keywords. Start bidding on the keywords that properly describe your online business, products or services to get conversions and generate good ROI (Return on investment).

5. Use separate keywords for different ads if there are multiple keywords related to the PPC management project. This will ensure higher clicks and higher conversion rate as well.

6. Create an attention-grabbing headline for your campaign. Even if the keywords have good ranking you won’t get many visitors if your ad is not appealing.

7. Create attractive ad copies. For successful PPC campaigns, the ad copies must be attractive and appealing to encourage viewers to buy your product. In fact, a compelling ad copy is must for any successful PPC campaign.

8. Create landing pages. Create unique landing page with good call to action features so that the visitor gets to see the product or service directly that you want to sell online.

9. Never fool visitors. As far as PPC campaigns are concerned, always tell the truth about your business or services. If visitors come to your site and don’t find the things as promised in the ad copy, it will lead to negative publicity for your site. You will end up spending a lot of money which won’t fetch you conversions.

10. Optimize PPC campaign regularly. For any online business, priority must be given to higher conversion rate rather than higher click-through-rate (CTR). So, optimize the ad copies along with the landing pages on a regular basis. This will ensure better and higher conversion rate.

11. Use more PPC search engines. To ensure more visitors and better conversions, run the PPC ads on more than one PPC search engines. This way more people will get to see your ad copies which in turn will get you more qualified clicks.

12. Follow Rules. Make sure your campaign follows the search engine rules as it’s not going to work if it doesn’t follow the rules. Hence read the rules, know them and follow them.

13. Hire Experienced Professionals for the success of a PPC campaign and hire an experienced team of dedicated professionals and campaign managers working in reputed PPC advertising companies to launch and maintain PPC campaigns, effectively.

14. Make a PPC management team. The PPC management team must be well trained one so that they can critically analyze response to the ad copies and make required changes if necessary.

There are various testing methods and tools which help you to evaluate the efficacy and success rate of your campaign. The PPC management team must be well versed in all these methods and tools to make a success of your campaign.

15. Monitor your campaign closely. Remember, it is you who is spending all the money on the campaign. Hence, you must ensure high ROI from it.

Monitor the success rate of the campaign closely on a daily basis. Check the response to your ad copies periodically yourself to make sure your campaign is on target.

The objective in the first step is to determine what types of keywords your competition is targeting throughout their site. Keyword competitor analysis includes looking at the title tags of each of your competitor’s main website pages including their Home Page, Main Product Pages and About Us Page.

Don’t forget to consider the order which the keywords are listed. Keywords your competitors place towards the beginning of the tag are likely considered more valuable or important.

Once you have done this for all your competitors compile a spreadsheet of all the “important” keywords used by your competitors. Add in a column for Search Volume and Competition using a tool such as Word-tracker or AdWords Keyword Tool.

Remember that keywords with high search volume and lower competition are more attractive than low search volume, high competition keywords. Can you identify any keywords your competitors are overlooking the importance of based on their high search volume. To finish this Competitor Keyword Analysis step be sure to record where each of your competitors is ranked for each phrase. You can reference changes in rankings for future analysis. And don’t forget to include rankings for your own website.

2. Competitor Content Analysis:

The objective in Step 2 is to determine what type of content your competitors are publishing on their website, how often they are updating their content and how they are branding their website through content. By doing this step you can adopt and improve on good ideas as well as fill any gaps where meaningful content or important topics are missing.
Visit each of your competitors’ websites and take notes on:
A. Keywords in the main headings (H1, H2, H3 etc)
B. Level of branding incorporated into content
C. Internal linking structure and link anchor text
D. Call to action statements throughout the site
E. Types and styles of new content including product pages, blogs, resource tools, case studies, etc.
As you take notes about the highlights of each site you will be able to start developing a Content Strategy that takes the very best of all your competitors.

3. Technical SEO Competitor Analysis:

The level of analysis in Step 3 will depend on how technically minded you are. Here are a few simple “technical” tests you can do regardless of your SEO skill level. Search for each competitor by name in the Search Engines and look at how their website is listed. Do they use schema markup data? Do their blogs have authorship? Do they have videos or images indexed?
Pick 5-10 of each competitors’ main website pages and search for their URL in Google to do a quick check if all their pages are being indexed.
Do a site: http://www.url.com search function to see if Google is listing their most important pages (Home Page, Main Products etc) first. Do you see major site pages at the top or do you see less important pages first?
If you know how to read HTML take a peek at their source code.

Does it look clean and optimized?
Open a few pages on their website and see how long each page takes to load.

Does it seem faster or slower than your website’s pages?
Check for a 404 page by adding a few letters after their domain

e.g. http://www.name.com/xyz

Does a custom 404 page come up to redirect visitors to the website when they enter a wrong URL? Does this page look like the rest of the site?
Check for a sitemap.xml by adding /sitemap.xml to the end of their domain name

Look for an HTML sitemap in the footer of the website which helps visitors find a page they can’t find in the navigation. By looking at a lot of these small technical details you will get a good idea at how well your website is optimized in comparison. If you care to perform a more detailed Server Audit use the checklist posted in our Site and Server Related Issue Checklist.

4. Competitor Link Analysis:

The objective in Step 4 is to determine how popular or well liked your competitors’ websites are by others in the online world. For this step you may need some additional analysis tools such as http://www.semrush.com. For a very quick backlink analysis consider three areas:

A. Competitor Backlink Analysis:

Look at the general size and composition of each or your competitors’ backlinks:

Number of backlinks gives you a very brief overview of their backlink profile.
Number of unique domains gives you a better picture at how many sites are linking to their site (ex. Are the 7,000 backlinks coming from only one website or from 7,000 different websites?)

A Backlink profile growth rate tells you which competitors are steadily acquiring new backlinks and which competitors acquire a significant number of backlinks at one point in time (which may indicate purchased links).
Detailed backlink analysis (if you have a detailed tool) gives you the pages on your competitor’s sites that are receiving the most backlinks, what type of anchor text is being used and to what pages and what percentage of links are images or no-follow links.

B. Different Types of Backlinks Checker:

Look at the different types or categories of links your competitors have coming to their site. Keep in mind that not all links are equal in value. The purpose of looking at the types of links is to determine how strong their backlink profile is in comparison to yours and to discover any unexplored backlink opportunities on your behalf.

1. Forums they are participating in associations and organizations they are a member of conferences or events they are sponsoring

2. Blogs they are guest posting on why not ask to write an article as well?

C. Link Acquisition Strategy Assessment:
Look at how quickly and by what means your competitors are creating new backlinks. Creating content or tools to attract new links is an important aspect of growing your popularity and a good way to gauge how aggressive your competitors are trying to be. Look for these “Link Bait” type strategies that may hint at how hard your competitors are working to get new links:

1. Blog posts written by guest bloggers who will often promote the post on their own blog as well.

2. Viral content such as videos that have potential to be linked to by many

3. Free tools or widgets that are shared across multiple websites

4. Interviews with industry leaders that are also often promoted across multiple sites

5. Contests which naturally get shared and generate traffic

6. With all types of links and reviews for your competitors try to understand the sentimental value. Are most reviews positive and likely to invite new customers to use their services or are most of the reviews negative and likely to cause customers to go to a competitor?

5. Long Term SEO Strategy Planning & Assessment:

Depending on your time resources and how aggressively you wish to monitor competitors you can revisit this checklist every 3-4 months. In doing this look at big picture trends:

1. Are there any major new competitors?

2. Have any rankings changed significantly?

3. Have any competitors made significant changes to their website?

4. Can you notice any major changes in competitor strategy?

5. Are any competitors offering new services?

6.Have any backlink profiles grown or decreased?

Overall, how do you now compare to your competitors based on these changes?
The key is to compare their strategy with yours and determine how well you are positioned. Base your ongoing strategy on the things you see working for your competitors and avoid what could possibly be hurting your competitors.

What are Meta tags? We are asked this question all the time. Meta tags are snippets of informational code that have been located between your <HEAD> </HEAD> tags that are a part of the HTML document you’ve generated.

There are two known styles/attributes that you’ll see for Meta tags. These are:

1. <META HTTP-EQUIV=”name” CONTENT=”content”>

2. <META NAME=”name” CONTENT=”content”>

In the mid 90s, Meta tags were developed to assist with the rapid growth of web pages. In the late 90’s there was a major occurrence. Many Webmasters, generally those who ran adult-orientated websites, began to abuse the use of Keyword Meta tags. Many unrelated keywords were placed on their sites in the Meta tag section, causing their pornographic sites to begin appearing in search results unrelated to topics such as “Smithsonian”.

Eventually the major search engines began discontinuing the use of Meta tags as major criteria for listing sites. Google had always ignored the use of Meta tags, and currently will only index Google Meta Tags. There are several searches that do read Meta tags in their own way. I have another article on Google Tags if you are looking for information specific to Google.

These meta tags can control the behavior of search engine crawling and indexing. The robots meta tag applies to all search engines, while the “googlebot” meta tag is specific to Google. The default values are “index, follow” (the same as “all”) and do not need to be specified.

We understand the following values (When specifying multiple values, separate them with a comma):noindex: prevents the page from being indexed

nofollow: prevents the Googlebot from following links from this page

nosnippet: prevents a snippet from being shown in the search results

noodp: prevents the alternative description from the ODP/DMOZ from being used

noydir: prevents the alternative description from the Yahoo! Directory from being used

noarchive: prevents Google from showing the Cached link for a page.

noimageindex: lets you specify that you do not want your page to appear as the referring page for an image that appears in Google search results.

What do you mean by “noydir,noodp” in terms of Meta Tag?

The noydir and noodp are Meta Robots commands that instruct search engine bots on how to handle the usage of data for your site in the Yahoo! Directory and the Open Directory Project/DMOZ Directory.The noydir command corresponds to the Yahoo! Directory and the noodp command correlates to DMOZ.

NOYDIR Explained:

When a site is listed in the Yahoo! Directory there is a title and description associated with that listing. So, Yahoo! started showing that title and description as the linking text and snippet text in the search engine results page (SERP) whenver that website would show up (most commonly only the homepage). The noydir command overrides this functionality and gives control back to the website owner to control the linking and snippet text in the SERPs via the Title tag and Meta Description tag on their website. By regaining this control you can adjust those fields whenever desired.

NOODP Explained:

The same functionality goes for the noodp command. However, this is directed at Google. Google partnered with ODP to power the Google Directory so if you website was listed in DMOZ then Google would pull that listing information as the linking and snippet text in the Google SERPs. The noodp overrides that functionality and give you control back.

Implementation:

The most common implementation is to do both commands simultaneously as in your question like such:

<meta name=”robots” content=”noydir,noodp” /> (content field order does not matter)

SEM stands for “Search Engine Marketing.” It is the process of gaining traffic from or visibility on search engines. The phrase is also sometimes shortened to “search marketing.”

SEM is an umbrella term that covers two broad areas:

Gaining traffic through free SEO efforts

Gaining traffic through paid search advertising

What is Search Engine Optimization?

Search Engine Optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results. In general, the earlier and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users.

A. On-Page Optimization Tips:

1. URL Naming:
If your domain name as possible, try to prime your targeted keywords, if still does not include your keywords in the url.

2. Title Tag:
Title tag, the first words that you place your keywords Place and after using the word can attract visitors.

3. Meta Description:
Many search engines use the description tag at any time, but it is best to set it properly just in case. Put your keywords in the beginning of the first meta description and your website attract visitors do yo tour.

4. Meta Keywords:
Yes many search is now not counted meta keywords, but use less engine search engine keyword tags, meta keywords using the search engine is still worth something to have your site rank.

5. Use Alt Text for Image Optimization:
Are unable to see images for Crawlers. Thus, appropriate displays using Alt tag your content with targeted keywords to optimize the images.

6. Static URL:
Remember that all of your important pages should be short and static URLs.

7. Use Headings:
H1, h2, and use the h3 title tag to define their key subject categories, and putting your keywords in style at least once a title.

8. Valid HTML:
Use the W3C HTML validator on your page’s HTML is valid. A web page for more HTML errors will create not rank well in SERPS.